The lines are blurring between segments - we’ve seen fast-casual and full-service
restaurants with drive-thrus begin to challenge the competitive advantage traditional
quick-serves once had. Taking a diversion from the usual focus of this column on training
and service, let’s look at what you can do outside to bring more customers inside.

Get online. Make it even easier for customers to get their meal from you. If you can
minimize the ordering process at the unit, you save labor and the customer saves time.
Yes, you might have to create an express line, but to have orders placed online, instantly
print in the kitchen, and be paid directly into your merchant account saves tons of time
when the guest arrives. Additionally, no one has to pay attention to the fax machine! The
real benefit, however, is the database of information these customers provide. If you are
expecting a slow day, you can use the database of customers to send out a lunch special at
10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has
information but only a few choose to use it!

Get to know them. Really get to know the businesses in a 1-2 mile radius — they are
your core lunch customers. Visit them and find out who controls the communication and
distribution in the office, as well as who is responsible for placing catering and large
orders. Invite them in for a free meal or, better yet . . .

Edible business card. Pick a local business per week or day and deliver a surprise lunch
attached to your business card. Not only is it a nice surprise, but it will also create a buzz
for your brand and keep you top-of-mind when the employees are hungry. Treat your local
businesses like friends and they’ll repay the favor with their loyalty.

As a reminder, marketing should be the step that happens AFTER your operation is
running top-notch. There is no sense bringing in more customers for an average or belowaverage
experience — it just hastens your demise. Focus on the inside and then look
outside. Your customers are waiting for you!

T.J. Schier is service professional, consultant and speaker with over 20 years experience in operations and training. Founder and president of Incentivize Solutions and podTraining, T.J. has helped numerous clients enhance their service and training programs and spoken to tens of thousands of managers, franchisees and operators in various fields. Visit http://IncentivizeSolutions.com/ for more info motivating today’s employees, training today’s generation and delivering outstanding guest service; or http://podTraining.us/, a unique new system and the foundation of ‘i-learning’ - using the device of today’s generation, the iPod - to train your workforce.

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